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The current crisis of trust in the news media is far from over. Based on the feedback Mynewsdesk has collected from journalists, and looking at the latest results from the Edelman Trust Barometer and Pew Research Center, the media is currently the "least trusted global institution."

Recent fake news controversies have forced journalists to look with more critical eyes at social media channels. And today, journalists may find themselves even using social media more sparingly to source stories, vet ideas and share information.

​Over the last year or so, many have started to examine, debate and question the role social media has in how it affects news reporting and news consumption, not to mention the rapid spreading of fake news.

With the New Year now in full swing, we asked a handful of experts to share their PR predictions for 2018. Common themes that emerged included automation, artificial intelligence and the lethal combination of art and science.
Here's what Ali Maynard, Stephen Waddington, Jonathan Bean and Laura Richards had to say:

A recent survey revealed that half of the journalists worry that the news media is no longer trusted to provide reliable information. With Facebook and Google making it easier than ever for publishers of fake news to draw readers to their stories, is it reasonable to blame these internet giants for destroying trust in the modern news industry?

​The state of journalism and the public relations industry is changing rapidly in the 21st century. From citizen bloggers to the 24-hour news cycle, many trends are changing the way people consume and interact with news media.

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All too often we hear communicators complain that they “don’t have anything to write about.” They don’t have a story to tell. But that’s a myth we want to debunk right here, right now. Why? Every brand has a higher purpose. Every brand has a story to tell.

​Brand content is vital to building a relationship with customers, but a lot of brand content fails to engage audiences. Journalists and PR professionals recognize that brand content is often too self-serving, but don’t always know how to solve the problem. The recent Mynewsdesk report provides insight into the reasons why brand content does not succeed in forming connections with customers.

​Are you looking to recruit new talent? Or develop the skill-set of your existing team? Whatever the case, creating or keeping a winning team is fundamental if you want to fulfil or even exceed your business objectives.

​The digital revolution has swept across the media landscape, forever changing how brands interact with consumers. The new world of PR presents unique challenges but also an opportunity to provide brands and companies with more consumer engagement than ever before. There has never been a better time to expand your digital PR efforts.

If you’re serious about your business’ long-term success, understanding what’s going on in your industry is a fundamental first step.
Media monitoring can help you keep up to date with the latest industry trends - and it needn’t take too much of your time or resources. Here are some reasons why you need to monitor the media for industry news:

You can have the best digital PR strategy ever – it ties to business objectives, clearly outlines your goals and sets measurable benchmarks. But if you don’t have the right technology to implement it, the strategy is worthless.

If you work in PR or communications, we don’t have to tell you your methods of reaching stakeholders and customers has changed dramatically over the last decade. Where once you focused on pitching the media for attention, today you can reach influencers and consumers directly by publishing content—for example, blogs, videos or eBooks—and by engaging through social media.

​Due to the proliferation of channels consumers can access to read or watch content, individuals no longer rely on mass media to learn new information or seek out entertainment. Today, anyone can create, publish and distribute stories and build an audience over time; such people can be bloggers, freelance writers, topic experts or passionate hobbyists.

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We live in a noisy world. With so many sources of information, education, entertainment, and news, it’s becoming harder for PR professionals to deliver their messages to key stakeholders, and build meaningful, lasting relationships. It’s a bit like shouting in a storm. But noisiness and channel proliferation isn’t the only challenge.

As you are a modern communications professional, we want to hear your views on the future of the industry ahead of our conference #FutureComms14 on 18th June.
Completing this quick survey will contribute to the insights we're gathering from hundreds of communicators. This information will be used to create a concise report for you, so you can keep a step ahead.

“Big Data” was a buzzword which dominated many of the debates within the PR industry in 2013. However, as Brendon Craigie wrote in an article for PR Moment "big data is becoming an excuse for not knowing what you’re talking about".
But why should we measure PR and need it be as complicated as many Big Data advocates would have you believe?